Empowering women through beauty campaigns

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By Temo Mpodi

Having the confidence to own your spotlight comes from deep within, knowing who you are is quite vital. Taking a step where you are planted to be a stepping stone for other women is prolific aswell. You are not only setting yourself up, but you are empowering other women, whilst creating a safe space for them to shine and step into their destinies.

There are quite a few campaigns that have taken place, with some still taking place, that are supporting women to rise and be bold. To step out of comfort zones and ‘take up space’, as Zozibini Tunzi once said on that international stage, when she was crowned Miss Universe 2021. Interesting enough, she is in one of the campaigns ran by Nivea, the ‘It’s in the Name – I AM #1’ campaign which shines a spotlight on what it means for women to feel and be number one. Not in competition with anyone else, but in full celebration of their own skin journeys, confidence and truth. Imagine that! Every woman in this campaign says what she believes to be:

Zozibini says I AM BOLD.

Pearl Modiadie says I AM RESILIENT.

Kay Yarms says I AM UNAPOLOGETIC.

Laura Wolvaardt says I AM DETERMINED.

Lungelihle Zwane says I AM LIMITLESS.

Then on a lighter note, there is me- I AM EMPOWERING. I AM UNTOUCHABLE. I AM FREE.

The other brand that also made sure that women empowerment was at the forefront of their beauty campaign was Clarins with their Skin Illusion Full Coverage Foundation campaign, featuring 12 handpicked different South African faces. A skin tells a story of individuality and each face embodies a sense of confidence, and Clarins set their foundations for enhancement. “Your foundation should enhance, rather than masking your natural glow, your features and everything else that makes you, you.”

If we stem beauty in a purposeful way and remind women who they truly are through beauty campaigns and all other means we have access to, we are gearing on the right way. We have the power to use what we have, and where we are placed, to help women realise their potential.

Claim your spotlight, claim your confidence.